Chewy Ads Library
PetChewy runs 3,335 active ads out of 3,427 total creatives across Facebook, Instagram, Audience_network, Messenger, Threads. Top format: Image. Updated 2026-03-13.
Ad Creatives Overview
Ad Format Breakdown
Based on 3,335 active ads classified by content type (March 12, 2026). DPA catalog ads counted as image; DCO ads classified by card content.
Top Chewy Ads
How emotional scores work: GoMarble's AI analyzes each ad creative and scores it across 15 emotional dimensions on a 1-10 scale. These scores reflect how strongly an ad's visuals, copy, and tone are designed to trigger each emotional response in viewers. The scores below are averaged across Chewy's curated ad sample.
Emotional Profile: Video vs. Image
| Emotion | What It Measures | Video Ads | Image Ads |
|---|---|---|---|
| Nurturance | Care, comfort, warmth | 7.2/10 | 7/10 |
| Security | Safety, trust, reliability | 4.4/10 | 6.3/10 |
| Curiosity | Wonder, desire to know more | 1.8/10 | 5/10 |
| Engagement | Interest, attention, involvement | 2.6/10 | 4.8/10 |
| Esteem | Self-worth, feeling valued and attractive | 2.2/10 | 4.3/10 |
| Competence | Mastery, skill, capability | 1.8/10 | 4/10 |
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Chewy Advertising Strategy: A Deep Dive
Chewy has over 3,400 tracked ad creatives with 3,335 currently active across Meta's ad network. The format breakdown skews heavily toward image at 72% vs. 28% video, driven by Chewy's massive Dynamic Product Ad (DPA) catalog campaigns that serve personalized product recommendations to shoppers. Outside of DPA, Chewy runs a balanced mix of video and image ads for brand awareness, pharmacy promotions, and influencer partnerships.
Chewy's video ads average 28 seconds and deploy four distinct hook types: problem statements ("Every time I leave the house, Juni acts like it's the end of the world"), direct offers ("Fetch 20% off your first pharmacy order with code RX20"), question hooks ("Hey, can I help you? How much are these at 65% off?"), and relatable scenarios ("Let's face it, your dogs life is pretty easy"). UGC-style creator content features influencer storefronts with affiliate codes, while pharmacy ads use polished voiceover explaining AutoShip and prescription delivery.
Chewy advertises across Facebook, Instagram, Audience Network, Messenger, and Threads. Eight of nine curated ads use a SHOP_NOW call-to-action, with one LEARN_MORE on brand partner content. Traffic flows to app install pages (34 video ads), pharmacy deals, influencer storefronts, and the main chewy.com product catalog via DPA.
Video Hook Patterns
"Every time I leave the house, Juni acts like it's the end of the world."
"Fetch 20% off your first pharmacy order with code RX20..."
"Hey, can I help you? Yeah. How much are these at 65% off..."
"Let's face it, your dogs life is pretty easy."
Ad Transcription Excerpts
"Fetch 20% off your first pharmacy order with code RX20 and get great prices every day on meds your pet relies on to stay happy and healthy. Simply shop from home for Flea & Tick, Heartworm and more! S..."
"Hey, can I help you? Yeah. How much are these at 65% off think they're like 15 $15 yeah way too much money over what happened to Mr duck Okay we're getting one cheap toy from Chewy perfect Oh look at ..."
"Every time I leave the house, Juni acts like it's the end of the world. But as soon As i'm back The little woman doesn't even acknowledge my existence Classic Yes flies are more entertaining"
"Let's face it, your dogs life is pretty easy. And Chewy Pharmacy can make it even easier by simplifying pep prescriptions How? Well contact your vet for any needed approvals and deliver right to your ..."
"I use the Chewy app to get everything i need. Intruder alert! If ordering is really that easy, then im about to bankrupt my parents The Chewy App"
"With AutoShip from Chewy, you'll never miss a dose of your pet's prescription. Because getting their meds on time every time is automatic"
Ad Format Strategy by Collection
| Collection | Ads | Video | Image |
|---|---|---|---|
| Product Catalog (DPA) | 1518 | 0% | 100% |
| App Install | 34 | 100% | 0% |
| Brand Partner Content | 18 | 44% | 56% |
| Pharmacy | 5 | 100% | 0% |
| Influencer Storefront | 4 | 100% | 0% |
Emotional Targeting by Product
| Collection | Top Emotional Drivers | Positioning |
|---|---|---|
| Pharmacy | Nurturance (8.5), Security (8.5), Urgency (2.0) | Trust-driven |
| Product Catalog (DPA) | Nurturance (7.2), Security (7.0), Urgency (6.3) | Urgency + care |
| Brand Partner Content | Nurturance (6.6), Security (4.9), Engagement (3.5) | Informational |
| App Install | Security (3.0), Nurturance (2.4), Empowerment (1.8) | Convenience-driven |
What makes Chewy's ads effective?
Chewy's ads score highest on nurturance (7.1/10) and security (5.2/10) emotional drivers, reflecting creative centered on pet care and reliable delivery. Pharmacy video ads score 8.5/10 on both nurturance and security, with transcriptions like "get great prices every day on meds your pet relies on to stay happy and healthy." The brand's DPA catalog ads layer urgency (6.3/10) on top of care messaging with copy like "Don't wait 'til it's too late. Stock up now and save 35%."
Where does Chewy advertise?
Chewy runs ads across five Meta placements: Facebook, Instagram, Audience Network, Messenger, and Threads. All live ads appear on Facebook and Instagram, with most also extending to Audience Network. Three of ten longest-running live ads also appear on Threads, indicating adoption of that newer placement.
How we analyze Chewy's ads
GoMarble's AI continuously monitors ad creatives across Meta's Ad Library and other platforms. For each brand, we track active and inactive creatives, classify ad formats by examining actual media content (not Meta's delivery labels), and run every creative through our proprietary 15-dimension emotional scoring model.
Competitor identification uses AI-powered market analysis combining brand signals, product keywords, and category positioning. Format breakdowns are computed from a 30-day rolling sample of real ads, not platform-reported delivery formats. All transcriptions are extracted directly from video ad audio.
GoMarble breaks down any ad's hook, angle, offer, and emotional score — in seconds.
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Chewy Creative Patterns & Ad Formats
Emotional Profile by Format: Chewy's video and image ads score similarly on nurturance (7.2 vs. 7.0), the brand's dominant emotion. However, image ads score significantly higher on security (6.3 vs. 4.4), curiosity (5.0 vs. 1.8), and engagement (4.8 vs. 2.6). This gap reflects the composition of Chewy's video ad library — dominated by app-install creatives with minimal emotional content — while image ads feature brand partner product spotlights with richer emotional messaging.
Landing Page x Format Strategy: Chewy's ad format maps directly to campaign objective. The 1,518 DPA product catalog ads are 100% image — personalized product recommendations served dynamically. The 34 app-install ads driving to Google Play and App Store are 100% video, using animated pet scenarios. Pharmacy deals (5 ads) and influencer storefronts (4 ads) are also exclusively video. Brand partner content (18 ads) is the only mixed category at 56% image and 44% video.
Video Hook Patterns: Chewy's video ads use four distinct opening strategies: (1) Problem statements — "Every time I leave the house, Juni acts like it's the end of the world"; (2) Direct offers — "Fetch 20% off your first pharmacy order with code RX20"; (3) Question hooks — "Hey, can I help you? How much are these at 65% off?"; and (4) Relatable scenarios — "Let's face it, your dogs life is pretty easy." UGC creator ads feature longer-form content (41-61 seconds) while brand-produced ads stay under 15 seconds.
Emotional Targeting by Campaign Type: Chewy's emotional profile shifts dramatically by campaign type. Pharmacy ads score 8.5/10 on both nurturance and security — trust-driven messaging for prescription delivery. DPA catalog ads add urgency (6.3/10) with copy like "Don't wait 'til it's too late." Brand partner content scores highest on engagement (3.5/10) as educational product spotlights. App-install ads score lowest overall, relying on convenience messaging over emotional connection.
Platform-by-Platform Breakdown
Facebook: All live Chewy ads appear on Facebook, including DPA product catalog ads, video brand content, and image brand partner spotlights. Facebook is the primary distribution channel for Chewy's 1,518+ DPA ads serving personalized product recommendations.
Instagram: All live ads also appear on Instagram. Image ads for brand partners like Tiki Cat, SHEBA, and Wellness feature product-focused creative optimized for the Instagram feed. Several brand partner image ads run on Instagram with Threads placement.
Audience Network & Messenger: Most live ads extend to Audience Network (10 of 10 in the longest-running set) and Messenger (7 of 10). This provides additional reach for both DPA catalog ads and brand content without separate creative production.
Threads: Three of Chewy's ten longest-running live ads appear on Threads — specifically brand partner image ads for Tiki Cat, SHEBA, and the $20-off promotional offer. This indicates Chewy is testing Threads for both brand partner and promotional campaigns.
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Nurturance dominates all formats: Chewy's ads average 7.1/10 on nurturance — the highest-scoring emotion across both video and image creatives, reflecting pet care as the central emotional driver.
DPA catalog ads drive the majority: 1,518 of 3,335 active ads (45%) are Dynamic Product Ads serving personalized product recommendations to shoppers — all image-based.
Pharmacy ads score highest on trust: Pharmacy video ads hit 8.5/10 on both nurturance and security, the highest emotional scores in Chewy's library.
UGC creator content runs 2-4x longer: Influencer storefront videos average 41-61 seconds vs. brand-produced ads at 8-15 seconds, featuring affiliate codes like OLIVER10 and LYSSIE10.
Image ads carry richer emotional profiles: Image ads score significantly higher than video on security (6.3 vs. 4.4), curiosity (5.0 vs. 1.8), and engagement (4.8 vs. 2.6).
App install is a major video category: 34 of 50 sampled video ads (68%) drive to Google Play or App Store, using animated pet scenarios with INSTALL_MOBILE_APP CTAs.
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Frequently Asked Questions
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Lovingly assembled by GoMarble's AI — which analyzed 3,427 Chewy creatives so you didn't have to. Tracking 1.5M+ ads across 80+ countries. Last updated: 2026-03-13.